Research on the operation mechanism of  “hotel + OTA” tourism service supply chain

Xiaodong Du; Yonghui Ding; Lin Cheng

doi:10.1117/12.2686038

28 July 2023 Research on the operation mechanism of “hotel + OTA” tourism service supply chain

Xiaodong Du, Yonghui Ding, Lin Cheng

Proceedings Volume 12756, 3rd International Conference on Applied Mathematics, Modelling, and Intelligent Computing (CAMMIC 2023); 1275614 (2023) https://doi.org/10.1117/12.2686038
Event: 2023 3rd International Conference on Applied Mathematics, Modelling and Intelligent Computing (CAMMIC 2023), 2023, Tangshan, China

Abstract

This paper analyzes how the hotel make the optimal sales strategy decision and design a revenue sharing coordination mechanism to improve the operational efficiency of the supply chain. Some assumptions are there are two partners which are the hotel and the OTA, and the hotel cooperates with the OTA in travel package marketing. The hotel is risk aversion while the website is risk neutral. A mean-variance model is proposed to characterize the hotel front desk directly selling behavior. And then we can get Stacklberg game model between the hotel with the website. Finally ,the solution of the model yields some insights as follows:(1) the external market structure and the organizational feature of the hotel have effect on the optimal sales strategy;(2) Compared with the centralized setting, the utility of the whole supply chain will reduce in the decentralized;(3)The promotional revenue sharing coordination mechanism can lead to a Parteo improvement of the utility level of both the hotel and the OTA. These conclusions can provide decision-making reference for promoting the hotel to operate efficiently.

Citation Download Citation

Xiaodong Du, Yonghui Ding, and Lin Cheng "Research on the operation mechanism of “hotel + OTA” tourism service supply chain", Proc. SPIE 12756, 3rd International Conference on Applied Mathematics, Modelling, and Intelligent Computing (CAMMIC 2023), 1275614 (28 July 2023); https://doi.org/10.1117/12.2686038

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